Trends Report

It's Time To Bridge The Audience Data Management Divide

How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

May 15th, 2012
With contributors:
Joanna O'Connell , Allison Smith , Dave Frankland , Michael Glantz

Summary

Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience targeting; digital and interactive marketers turn to data management platforms (DMPs) to target digital audiences; and brand marketers expect TV advertising to become a more addressable and measurable medium. As a result, each channel has its own audience data management approach, creating a divide in how marketers target, measure, and optimize audiences. To bridge the divide in audience data, marketers will look for unified audience intelligence that has the ability to aggregate data from multiple channels to efficiently buy, target, and measure audiences across channels. This report highlights how customer intelligence (CI) professionals can help marketers move closer to a unified audience intelligence vision.

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